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Essay / Research Paper Abstract
This 3 page paper defines and explores the idea of diversification. Starbucks is used as an example. Bibliography lists 2 sources.
Page Count:
3 pages (~225 words per page)
File: RT13_SA635Str.rtf
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Unformatted sample text from the term paper:
to other regions of the world, or it could mean that a company expands its product line to include items not associated with an original marketed product. In examining the
issues of diversification, Starbucks will be used as an example. Starbucks does have an international presence, but of course, this could be broadened to expand in respect to its diversification
strategy. For instance, more nations may be the recipient of this brand of coffee. That is one strategy. Other strategies regarding diversification go to product. Today, Starbucks sees its
primary product as its coffees. That is obvious. The company serves coffee in its retail establishments which are located throughout the United States as well as many countries around the
world. Yet, while Starbucks locales sometimes serve cakes and biscotti and things of that nature, diversification to more food products for example just does not seem to be in the
cards. It should be stated that the Starbucks image does not include the title of restaurant and the current CEO explains that Starbucks will never cook anything and that they
are a retailer, not a restaurant (Gray, 2005). That said, another alternative is for Starbucks to partner with various retail establishments to sell their coffee. For example, a chain restaurant
like Fridays or Chilis might feature Starbucks coffee. With such a move, Starbucks will be available to a lot of people. There would be greater exposure, and it would add
a bit of class. It is one marketing strategy which would increase diversification, but there are many things that the corporation must consider before taking such steps. Starbucks coffee bags
sitting on grocers shelves does nothing for the brand. Yet, this move was significant as it took the status of the brand and allowed it to be sold alongside all
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